Marketing Communication Management Strategies of Print Media in the Digital Era (An Integrated Marketing Communication Perspective in Maintaining Newspaper Circulation at the Bandung Kexpres networking Public Daily)

Abstract

Along with the times, newspapers have become one of the business commodities that can survive even though they are slowly starting to fall. So, to continue to maintain the life of a print media or newspaper business through consistent newspaper circulation, it is necessary to implement a particular strategy to defend against online media attacks. Focus in this research in general, this research focuses on knowing how the Bandung Express Networking Daily carries out the Integrated Marketing Communications (IMC) Strategy. In particular, this research focuses on knowing the Integrated Marketing Communications (IMC) Strategy in maintaining the daily circulation of newspapers in Bandung Express Networking. The research question is: How does the Integrated Marketing Communications (IMC) strategy maintain the newspaper's daily circulation? What are the obstacles and implementation of the Integrated Marketing Communications (IMC) strategy carried out by the Bandung Express Networking Daily. The results in this study are Pasundan Express Privileges. Print media advertisements used by Bandung Express Networking include men inserting their names on the product packaging for the Pasundan Express newspaper. Sales promotions. Games, both in content without prizes on Instagram social media and games with prizes. Public Relations and Publicity. The talk show is a form of education and promoting the circulation of the Bandung Express Networking Newspaper, Personal Selling. The Bandung Express Networking journalist team. Here, the media team and the Bandung Express Networking journalists play the most role in personal selling. Direct marketing. Through the Bandung Express Networking website. Com is the official website of Bandung Express Networking, where news and information about newspaper circulation and orders for transactions can be made on this website.